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Abstract The importance of developing sustainable business models has recently received increased interest in society and among scholars. While firms attempt to innovate their business models towards sustainability or create new businesses to address sustainability issues, it becomes clear that there is no one‐size‐fits‐all model when it comes to sustainable business models. Consequently, firms often struggle to identify, develop, and implement sustainable business models that suit them. This paper aims to address this problem by drawing on the wealth of recently published empirical studies and reviewing 87 cases where firms have performed business model innovation to achieve sustainable business models. Four main sustainable business models are identified that have been achieved through different business model innovation strategies. The review contributes to managers by offering a portfolio of strategies to achieve sustainable business models and to research by clarifying the relation between the business model innovation and sustainable business model concepts.
Mignon et al. (Mon,) studied this question.